Colin Cowherd believes the new partnership between FOX Sports and Barstool Sports is not only a smart move—it’s a necessary one. Speaking on The Colin Cowherd Podcast following the announcement of the multi-year collaboration, Cowherd offered his perspective on why the alignment between the two brands works—and why it wouldn’t have at ESPN.
“I’ve never thought Barstool was a good fit with ESPN,” Cowherd said. “I didn’t think that show [Barstool Van Talk] was going to last 15 minutes. I think it works at FOX because FOX News and the New York Post are owned by the Murdoch family. They have strong convictions on the right. You can call them whatever you want, they don’t care.”
Cowherd, who has long touted the value of independent thought in broadcasting, said that FOX’s structure allows for voices from all angles, while other networks have historically taken a more restrictive approach.
“FOX has never once come to me and said, ‘Hey, slow down on this.’ They don’t care,” Cowherd explained. “Where ESPN—it is documented—they do care. It was pretty stridently left for several years, and it made a lot of people uncomfortable.”
Barstool’s strengths, Cowherd said, directly address weaknesses within FOX Sports’ current offerings—particularly in the digital space.
“They were brought in for digital. They have prowess and a footprint on digital,” said Cowherd. “That’s not necessarily our [FOX Sports] strength. Our digital presence. Barstool is great at it. They solve a FOX Sports problem.”
Beyond social reach, Cowherd noted the energy Barstool founder Dave Portnoy brings—especially around college football—is something FOX executives have been eyeing for months.
“Six months ago, a big exec asked me what I thought about Portnoy on our college football show. I said, ‘Let him be who he is—a personality, a social influencer. He’s not a traditional broadcaster, so don’t hold him to Rob Stone or Tom Rinaldi.’”
Cowherd also suggested that Pardon My Take co-host Dan “Big Cat” Katz has the potential to lead a TV show, which is part of the FOX Sports partnership with Barstool Sports. He regarded Katz strengths in television calling him “very effective” and “phenomenal” at delivering trending, viral content.
Cowherd noted what he’s hearing is the Barstool Sports program on FS1 will air live from 8am-10am, and replay leading into the simulcast of his daily radio program The Herd with Colin Cowherd. While the show’s replay window—airing before The Herd—may not bring big numbers, Cowherd said it’s still a strategic move.
“It makes us younger on FS1, which I’m for,” said Cowherd. “It’s a cost-effective measure.”
Ultimately, Cowherd believes Barstool’s unapologetically opinionated voice fits the FOX Sports culture, one that encourages talent to speak their mind—regardless of political leanings.
“I don’t think companies should be telling you what to say about politics,” he said. “If you’re going to allow political talk, then allow all of it. I think Barstool works at FOX.”
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